McDonald's links to Nicellennium

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McDonald's Corp. has inked a major sponsorship deal with Viacom International's Nickelodeon channel tied to the cable outlet's new year-long initiative called Nicellennium. Nickelodeon is slated to describe its project Friday to a meeting of the TV Critics Association. in Los Angeles. McDonald's declined to provide details, but did say its pact involves a multi-faceted marketing program.

The deal comes after archrival Burger King Corp. announced Jan. 7 it is also linking up with Nickelodeon for a volunteer program for kids. McDonald's was the former sponsor of a similar program on the channel, and has apparently been seeking another partnership since it decided not to renew that relationship.

Copyright January 1999, Crain Communications Inc.

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